I’m always going on about your “brand image” and your “visual identity.” It’s what I do. It’s what I design. And I believe that it’s the foundation to build your brand on.
But what the heck IS a “brand image”? And what makes it up? Furthermore…why does it matter to your business?
Before 2019 is firmly underway I thought it would be best to define what a brand image really is. And honestly, it’s not that hard:
Think of your brand image as the visual components of your brand, starting with your logo. It’s the visual items that help people recognize your business easily.
The easiest example is Starbucks. Starbucks’ brand image, now recognized around the world, centers around their logo, the green mermaid icon. The company name is no longer even needed. From there you have the mugs with the logo on them, paper cups, napkins, outdoor umbrellas, coffee packaging, the baristas’ green aprons, their social media pages, and their stores…all of which carry a similar interior design style. That’s a lot of things that can make up someone’s visual brand!
What about small businesses, like yours and mine? It’s not that different:
Your basic brand image is made up of
- your logo,
- the primary font you use,
- the colours you’ve chosen to represent your company,
- and the types of images that accompany your marketing (photoraphs or illustrations.)
Think of your brand image as the alphabet of your business: it’s the building blocks. Once you have your main brand image designed, then you have a “face” you can promote, and a foundation to build on.
This month, consider what “brand image” means for your business. And then think about dedicating some time to setting it up. Not every business owner needs the same things, or markets in the same way, so chances are, your brand image may be different than other people’s. The important thing is to set up some rules and guidelines so that you can move forward, put a plan in action and consistently use it. Not just you, but anyone who’s tasked with maintaining your brand or doing your marketing.
Have a great February….and happy Valentine’s Day!